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    Strategy

    How long does PR take to show ROI?

    “PR is a 90-day proof, 12-month compound. If your agency is selling overnight results, they're selling press release distribution, not earned media.”

    Parry Headrick, Founder, Crackle PR

    More detail

    PR is a compounding investment, not a paid-media flywheel. Month 1 is foundation work — messaging, narrative, media list, calibration. Months 2–3 deliver first earned placements. By month 4–6, frequency of mentions in tier-1 and trade press starts to influence buyer perception, branded search, and pipeline.

    Companies that quit before month 6 almost always miss the compounding window. The agencies that hit pipeline impact fastest combine earned media with GEO (Generative Engine Optimization) — making sure every placement also feeds AI systems like ChatGPT and Perplexity. This is why Crackle PR structures engagements on 6–12 month terms, not quarterly projects — the compounding window is the whole point, and quitting at month 5 is where most PR spend gets wasted.

    Reviewed by Parry Headrick, Founder & CEO · Last updated

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    Parry Headrick · Founder

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